3 rd Asia Pacific Pharmaceutical Compliance Congress And Best Practices Forum Sept , Kuala Lumpur, Malaysia

Size: px

Start display at page:

Download "3 rd Asia Pacific Pharmaceutical Compliance Congress And Best Practices Forum Sept 10-12 2013, Kuala Lumpur, Malaysia"

Jessie Whitehead
8 years ago
Views:

1 3 rd Asia Pacific Pharmaceutical Compliance Congress And Best Practices Forum Sept , Kuala Lumpur, Malaysia Mai Tran COMPLIANCE ISSUES IN SOCIAL MEDIA AND DIGITAL MARKETING Social media landscape in healthcare Executive Vice President of Health and Wellness, Ruder Finn Asia 1

2 Social Platforms The Usual Suspects The Social Networks You Visit Everyday and Google+ 2

3 In particular, Asia is home to 50% of all the world s social media users* and are highly engaged Social Engagement Benchmark (SEB) Score *Source: We are Social, Sept

4 Cultural Findings 11.6 million 86% Over 14% 46.3 million 4

5 Physicians in Asia, as well, are active online >75% of all physicians browse the Internet several times a day at their work place and each time spend <1hr to gather health, medical or prescription drug information (Hong Kong, Taiwan and mainland China). >96% of physicians browse the Internet at least 2-6 times a week at home and >74% percent do the same as well at work in mainland China. As an aggregate, time is evenly spent between medical-related and personal leisure. 66% and 71% of physicians use Facebook in Hong Kong and Taiwan respectively. In mainland China slightly <50% of physicians use Weibo 58% of are aware of forums created by pharma companies vs. only 38% awareness of company websites Source: Ipsos and Ruder Finn s 2012 Physicians & Consumers Online Behaviour Survey, Dec

6 Increasingly, companies are not only leveraging the power of social media, but systematizing their outreach Social media work within companies Departments involved in social media efforts Dedicated social media team Tasks added to existing responsibilities Both internal and outsourced teams Marketing Public relations Corporate comms Advertising Customer service IT All outsourced Others Legal Data source: 6

7 Who and why? Type Consumer Uses HCP Uses Blogs Journal and Opinions Thought Leadership Micro-blogs Daily Updates Latest Info Video Sharing Story/Information Sharing How To Podcasts Episodic radio Education Social Networks Creating Connections Building Networks User Forums/Discussion Groups Learning and shared experience Learning and shared experience Wikis Learning and Definition Collaborative thinking News Aggregators One-stop shop for news One-stop shop for news Social Bookmarking Sharing Interests Research Applications Immediacy of Info Immediacy of Info Audiences Opportunities Patients Healthcare Providers Caregivers Employees Listen Educate Amplify Respond 7

8 The Spectrum Today Corporate Website Conservative Moderate Highly Engaged Traditional website only Website lists social channels or has some limited sharing Integrates social properties and robust social sharing Blog Does not blog Has a corporate focused blog, does not accept comments Has 1+ blog, focus is beyond just company, allows moderated comments Twitter No Twitter handle Handle used as 1-way communications channel 1+ Twitter handle(s) used to engage with stakeholders Facebook No Facebook presence Limited presence, no engagement Uses presence to engage public You Tube No YouTube Channel Corporate or unbranded only Multiple channels and/or playlists Mobile Engagement No mobile presence Limited use of mobile Highly leverages mobile Influencer Outreach Does not reach out to online influencers Treats online influencers as media Develops special programs and engages online influencers 8

9 Brand Communications Social Media Best Practices 9

10 Creating Physician and Patient Communities 10

11 Global Patient Social Network 11

12 National Rheumatoid Arthritis Society 12

13 Leveraging Existing Platforms 13

14 Novartis: Branded Facebook Page 14

15 Leveraging an Existing Physician Community on Sermo 15

16 BI: Unbranded COPD Initiative 16

17 BI/Pfizer: Branded COPD Initiative YouTube Channel launched in response to landscape analysis consumers were searching YouTube for product information Since launch: Spiriva s share of voice increased and received over 4,600 views 17

18 Gamification 18

19 19

20 Using Gaming to Educate 20

21 Mobile Apps 21

22 Reaching Women 45+ Where they Like to Receive Information Mobile app featuring personalized wellness coaches, helpful reminders and motivating badges to help consumers on personalized wellness journey. Mobile Wellness Application Community Management Website Update and Group Blog 22

23 Mobile apps- Branded Mobile app featuring personalized reminders and trackers to help patients remember when to take their treatment and share with their healthcare team. Injection Diagrams and Support Treatment Schedules Available for download on itunes 23

24 Mobile apps- Physician focused Mobile app provides all healthcare professionals with free access to the latest oncology news, resources and innovation Rich Visuals on research and up-to-date innovative compounds Trial Support Engaging multimedia illustrating the latest in Oncology news 24

25 Social Media Influencer Outreach 25

was to ID ways for Roche/Bloggers to work together and build a trusting relationship Summit is now an annual

26 Patient Blogger Summit In 2009, Roche invited 29 of the most influential diabetes bloggers to its U.S. headquarters in Indianapolis. Held a first-of-its-kind social media summit; to speak directly to and gather insights from the community Goal was to ID ways for Roche/Bloggers to work together and build a trusting relationship Summit is now an annual event, relationships have flourished and Medtronic, Lilly and Sanofi have since followed suit 26

27 Crowd Sourcing and User Generated Content 27

28 Soliciting User Content for Rare Disease 28

29 Get With The Beat Consumer driven, disease awareness campaign for Novartis Hypertension franchise 29

30 Employee Engagement 30

31 NewsGator and OneMerck NewsGator Social Sites and Microsoft Sharepoint enhanced OneMerck to provide: Enhanced collaboration Content distribution Knowledge sharing Social networking Expertise discovery WEB 2.0 interaction methods 31

32 Olivier Brandicourt s Internal Blog A Space for Idea Generation & Best Practice Sharing 32

33 Issues Management 33

34 Social Media Cycle in Issues Management Speed The first 24 Hours 0 Hour ISSUE HITS Blogs Hour 4-6 Micromedia Mainstream Broadcast Newswires Hour 12 Sharing & Commenting Hour 24 Hour 18 Editorial Search 34

35 Thank you for your attention! Mai Tran

Target Marketing 102 What s Next?

Target Marketing 102 What s Next? What your customers say about you matters 14 % of people trust ads 78% of people trust consumer recommendations Source: Neilson Global Trust in advertising survey, 2007